How can you leverage your CRM solution investment to personalize contact center interactions for better customer service?

Despite both having “customer” in their names, at most organizations, customer relationship management (CRM) and customer service technology don’t work together in a way that maximizes sales opportunities and service levels. Often these systems are not integrated, resulting in interactions with the customer service group that do not get recorded in the CRM system and, worse, the customer service group cannot leverage the data in the CRM to help the customer. The gap between these systems squanders dozens of cross-sell and up-sell opportunities each and every day, not to mention innumerable chances to forge stronger ties with customers and cut issue resolution times.

By integrating customer service technologies - PBX and call handling equipment, self-service applications, agent desktop solutions - and the CRM system, organizations can personalize their interaction with customers, which results in higher customer satisfaction levels.

For example, screen pops that arm agents with customer data are a great way to provide personalized service that really resonates with a customer. Contrast the following experiences: “Good afternoon, my name is John. Can I please have your account number?” vs. “Good afternoon Amanda, I see that you are a gold club member. How can I help you today?” The customer hears that the organization knows who she is and appreciates her business. Plus, the agent does not have to spend time looking up the customer’s record. Instead, all the information is at their fingertips and they can begin assisting the customer immediately. A faster resolution to her problem is an added benefit that only serves to strengthen this feeling.

This impact isn’t just limited to agent-handled calls, but can be achieved on all interactions, including those handled by automated, self-service solutions.

Unfortunately, many of today’s self-service solutions don’t capitalize on the opportunities at hand. Most are integrated with the PBX and call handling systems so that they can answer the call and integrated with the CRM system to provide answers to customer questions and process their transactions. However, many organizations fail to leverage this to the fullest. In many cases, PBX call data can be used to identify a caller before they’ve even said a word. With that knowledge, the self-service can automatically streamline the voice response menus for a less automated feel. Dynamic menus that use individual customer information in the CRM system can offer frequently used options first and eliminate those the caller does not need. For example, a customer that simply has a checking account can be presented with a streamlined menu structure that allows them to access the information in their account more quickly, by eliminating choices for accessing existing mortgage, car loan or savings account information. That same self-service solution, though, could present the customer with offers to expand their relationship by purchasing these or other products.

Thanks to the emergence of voice response platforms and CTI software based on industry standards, integrating CRM and customer service systems has never been easier. The trick is to leverage the interoperability to collect important data — call length, recorded agent-customer conversations, self-service interaction choices and more — and automatically store it in your CRM system. The result is the ability to better understand each customer, the ability to quickly assist them and the opportunity to find new ways to personalize each and every interaction. Customers show their satisfaction with their wallets, and, just as a bad experience can send a customer walking, a great one can ensure that they not only stay put, but become your best advocate to friends and colleagues.